Adding value to a business in order to increase growth is often done through the use of tangible, owned, often traditional assets that involve:

1.   ?    Maintaining current levels of production
2.   ?    Maximising factory capacity
3.   ?    Minimising the marketing of traditional products
4.   ?    Closing production lines

There are three marketing approaches to adding value through leveraging the tangible assets of a company, one of these is:

1.   ?    Production pull marketing
2.   ?    Resource orientation marketing
3.   ?    Customer led marketing
4.   ?    Customer decision intervention

Companies are mainly valued by their:

1.   ?    Annual turnover
2.   ?    Number of marketing staff employed
3.   ?    Size of property holdings
4.   ?    Tangible assets and resources

When applied correctly a brand should:

1.   ?    Create value for customers by helping them to make the right purchasing choices
2.   ?    Inform customers about the wealth of the company
3.   ?    Direct customers towards a wider variety of products
4.   ?    Focus the customers attention onto the company behind the brand

Attribute brands are created around functional product or service attributes such as:

1.   ?    Colour specifications
2.   ?    Quality specifications and performance
3.   ?    Uniformity of product
4.   ?    Availability of choice

Customer brand knowledge and response is dependent upon:

1.   ?    Strength of traditional sales
2.   ?    Brand awareness and image
3.   ?    Product pricing
4.   ?    Access to direct sales

Success in building a global brand depends on:

1.   ?    Access to foreign markets
2.   ?    An unusual brand image
3.   ?    External (uncontrollable) and internal (controllable) factors
4.   ?    A distinct mono-culture identity

In managing the intellectual property of an organisation the task of marketing is to:

1.   ?    Protect the organisation from takeovers
2.   ?    Communicate with the competition
3.   ?    Maximise the benefits that accrue from patents and copyrights
4.   ?    The marketing department should not be involved in this aspect of the organisation

The strategic role of intellectual property is in:

1.   ?    Developing new markets
2.   ?    Protecting the market position of the company
3.   ?    Changing the organisations image
4.   ?    Building the reputation and image of an organisation

For small firms the patenting of ideas can inadvertently:

1.   ?    Tell competitors how to copy their ideas
2.   ?    Inhibit the growth of the company
3.   ?    Reduce the investment into new developments
4.   ?    Reduce the need for marketing expertise